B2B Research & Insights

What market forces are driving change today? Ironpaper shares stats, insights, analysis, and survey reports that help guide B2B marketing and sales strategy for an ever-changing world. 

Vantage Point

Our outlook for 2022 & 2023

B2B leaders are shifting priorities in 2022, which will have lasting effects into 2023 as the global economy wrestles with volatility.

Buyer needs are evolving in an ever-changing marketplace. Digital transformation is accelerating--even in latent industries.

B2B marketing and sales teams will need to re-evaluate how to survive and grow in an environment ripe with opportunity and risk. Slower growth in the overall market will constrain companies that do not understand and clearly reframe their solutions around the needs of buyers. The chaotic market will create wider performance variances between the top and bottom-performing companies. 

Digital adoption is no longer a strategic differentiator. Many companies have more data than ever but struggle to drive action from this data. On top of the chaotic market conditions, the "war on talent" is becoming more bloody.

B2B companies with strong marketing and sales programs will be better positioned for growth. Those who use their data to understand their buyers' needs better will have the clearest path forward in this time of market uncertainty. 

Market forces at play

  • Digital transformation accelerates
  • Skilled talent shortage
  • Gaps between marketing and sales
  • Evolving buyer needs 
  • Increased competition
  • Continual technological disruption
  • The tension between high-demand and low supply or talent capacity
  • Data overload

SIGNIFICANT INFLUENCERS

8.1%

Only 8.1% of B2B leaders felt their messaging was ”very effective.”

43%

B2B companies said the fact that the needs of buyers are evolving, forcing us to change the way we communicate is impacting their ability to generate revenue.

56%

B2B companies report they generate enough qualified leads. A need to engage and nurture leads is a greater concern.

For a collection of trends and stats based on Ironpaper's recent research, see: B2B marketing statistics page.

IRONPAPER STATS

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Ironpaper is a growth agency. We build marketing and sales programs for B2B companies. We improve how companies attract, convert, educate, and inspire ideal buyers. 

We bring an integrated set of capabilities to accelerate growth.

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